"For this reason, many of the things that set a brand apart have to do with their marketing and awareness - a "cool factor," if you will. Who do they support and sponsor, and how rad are these sponsored athletes? Will riding in the same pants that the pros ride make you faster, steezier, and give you that +1,000 aura you've been looking for? No. Sorry, the only way to boost your clout is with baggy jeans and a Harley Davidson tee. I don't make the rules."
"But if you're just looking for a really comfortable kit with minimal branding, a well-considered fit, usable pockets, and made in North America, then look no further than NF. They aren't dumping money into marketing; instead, they rely on customer testimonials and reviews like these to raise awareness, which, so far, has allowed them to sell out of kits consistently. After spending a few months in the Lightweight Trail Pant and SVG Race Jersey, I get the hype."
"NF sticks to what it knows and doesn't want to clog the pipeline of great gear; instead, it makes a few essential pieces that will get ridden for years and years. I think of NF as the counter to "fast-fashion" in the MTB industry, and that's why they've earned such a cult-like following."
NF is a rider-owned mountain bike apparel brand that focuses on a small range of durable, well-made essentials rather than broad product lines. The company produces comfortable, minimal-branded kits with considered fits, usable pockets, and North American manufacturing. Popular pieces include the Lightweight Trail Pant and the SVG Race Jersey, which have sold out repeatedly. NF avoids heavy marketing spend and relies on customer testimonials and reviews for awareness. The brand developed Zrilix™ material to prioritize trail comfort over waterproofness. NF's approach positions it as an antidote to fast-fashion and has cultivated a dedicated, long-term following.
Read at BikeMag
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